BOMBERG puts competitors against the ropes
In a sporty launch event that was held in the city of Dubai, BOMBERG unveiled its 2015 novelties to the region with the high-light given to the remarkable Bolt-68 Falcon collection, which features Arabic numerals and traditional Arab colours.
The sport-themed event took place at Round 10 Boxing Club in Dubai on the 28th of May, 2015, where a number of press and friends of the brand turned up in support of the new timepieces that are retailed exclusively through Ahmed Seddiqi & Sons. The young brand heralds a promising future in the Middle East and has proven to the Gulf that it has all the inventiveness that drives other bigger brands in the market.
“Day and Night Magazine” were one of the few select media chosen to attend the event, which saw athletes sporting various timepieces from the brand’s collection. There, we caught up with BOMBERG’s Middle East Director, Mr. Jacques Tedeschi, who has a remarkable reputation in the watch industry. Born in Egypt, Jacques Tedeschi has over 40 years of experience in high-end jewellery and watches and was more than happy to give us an insight into the brand’s inner workings.
Can you share with us a brief history of the brand? Also, how did you become involved with the company?
The brand is the brainchild of Mr. Rick De La Croix, our Chairman. Graduate of the Swiss business school of Neuchatel Switzerland, he has over twenty-five years of international experience in luxury brand management both at corporate and entrepreneur level. He also has worked on the establishment of a number of sports marketing projects and is constantly involved in important charity events. In 2012, he started producing BOMBERG timepieces for South America and after a successful year distributing there, he approached me, as a friend, to offer a position in his expanding company. I was on the verge of retirement back then, as I had been in the industry for far too long. Prior to his offer, I had a lot of other brands asking for my contribution to build up a strong market base for them, however I turned those down thinking I want to retire soon, but Rick was so persistent and was very direct in telling me that he needed my support. He re-iterated that I knew the Middle East watch market extremely well, and that it would be fantastic for BOMBERG if I came onboard. With his encouragement and endless phone calls, I agreed to the new role and have been constantly challenged with new obstacles that keep my brain ticking over and the rest of me young at heart!
Having a notable reputation in the Middle East watch industry is a resounding achievement. What is the secret of your success in promoting timepieces within the region?
I think the most important thing is that you work with your heart, and you work with passion. It may sound a cliché, but it is true. Over the years, companies would specifically request my help because they knew that I understood the mentality and customer behaviourof the Middle East market. This is because I have worked hard to build my reputation, my networks and my work ethos that connects me to other brands and influential people. I can’t even call my clients as ‘clients,’ because I see them as good friends, almost like extended family. As I always say, business comes after building the right relationships.
BOMBERG’s design parameters are quite adventurous in terms of being unconventional and bold. What challenges have you encountered in selling these designs in the Middle East?
When I arrived in Dubai last night, I received a call from Saudi Arabia. The caller was apologising for disturbing me so late, and was asking me where he could secure a BOMBERG timepiece with the skull on the dial, also known as The Phantom, in Saudi. In response, I told him that he could find the pieces at Ahmed Seddiqi & Sons but only in Dubai and Al Manara International Jewellery in Abu Dhabi. Dubai is a cosmopolitan city where many tastes are appreciated, however Saudi is a little more conservative hence, we would not actively promote controversial products there as the skull is considered evil. Usually our clients are happy to travel to Dubai for the weekend and pick up our bolder timepieces that would no doubt be a talking piece, back home in their own country.
You’re very lucky to have partnered with such a reputable company like Ahmed Seddiqi & Sons. Why do you think they accommodated BOMBERG despite its newness in the market?
BOMBERG hires a very small team, which consists of the very best designers in the industry. We ensure our quality is on par with horological world-standards, using the latest technology to craft products with high-quality materials. We do not see ourselves as a two-year old company, instead we envisage a brand that has big plans for the future, and currently we are already planning the collections for next year.
Ahmed Seddiqi & Sons share our brand values and can see our future as a big player in the watch market. They know our products consistently sell out as we only produce around 20,000 pieces a year. They have dealt with me before and know of my reputation, so they are more than happy to work with whichever brand I am supporting and simply by looking at our products, Ahmed Seddiqi & Sons believe that BOMBERG is a sure thing for the future Middle Eastern clientele.
Where does the Middle East rank in the brand’s successful markets?
The brand started in South America, which is still our number one market, followed closely by the Middle East. I would say that this region is very important to us, because we are in many countries including the UAE, Kuwait, Iraq, Qatar, Lebanon, Jordan and Oman. Our clients enjoy our designs and we are fast gaining a loyal following.
